This week, LATTE chats exclusively with Sandrine Camia, the Deputy Director Monaco Government Tourist and Convention Authority. Sandrine has had a spectacular career in luxury hospitality, with roles at ultra-luxury properties including Hotel Lutetia in Paris and Hotel Martinez in Cannes, both properties of the Taittinger Family.

She is the former Director of Sales, Marketing and Communication for Hotel Royal Riviera in Saint-Jean Cap-Ferrat and Hotel Metropole Monte-Carlo, before taking over as Director of Monaco Convention Bureau.

A savvy luxury marketer, Sandrine is familiar with Virtuoso and many advisors know her face from decades of attending Virtuoso Travel Week in Las Vegas, along with all the other major MICE & leisure shows around the globe.

We start our conversation with Sandrine, discussing the importance of the cruise sector for Monaco.

Sandrine, can you tell us how significant cruising is to Monaco? How many cruise visitors arrive to the Municipality by sea annually?

Cruising is a selective and high-value segment for Monaco. The Principality has implemented strict regulations governing the size of vessels, total number of passengers and crew, and environmental performance, to protect its coastline and urban environment. As a result, Monaco primarily welcomes smaller, upscale ships rather than mass-market liners.

Each year, Monaco welcomes around 200,000 cruise passengers — a relatively modest figure, but one that generates a significant economic impact for the destination, particularly for restaurants, shops, and local businesses, especially those in the Old Town and main visitor districts. There is also a growing number of pre- and post-cruise stays, as Monaco’s strategy focuses on attracting cruises that begin or end in the Principality, encouraging longer stays and deeper engagement with the destination.

What is it about the French Riviera and Monaco that lures cruise lines and passengers to your part of the world?

The Mediterranean is already a dream destination for cruise travellers — admired for its diversity of landscapes, art of living, gastronomy, and culture — and the French Riviera embodies all of that in one glamorous coastline. Within it, Monaco stands out as an unmissable stop, offering unique experiences and accessibility.

The Principality’s unmatched quality of service, particularly through its world-class hotels, its rich cultural and gastronomic scene, and the history of the Princely Family, which has reigned for more than 700 years, give Monaco an identity like no other port in the Mediterranean.

Nestled between the French and Italian Rivieras, Monaco’s compact size allows visitors to explore its many attractions entirely on foot from the harbour, discovering monuments, museums, gardens, shopping, and fine dining within minutes (even if a day is enough to experience all of Monaco’s facets).

With your stellar hospitality career to date, what do you think about ultra-luxury hotel brands entering the superyacht space (Ritz-Carlton, Four Seasons, Orient Express, Aman)? And what new opportunities do these brands present for Monaco?

Thank you very much for the kind words.

I see it as natural convergence: iconic hotel brands bringing their signature service and lifestyle from land to sea. It’s a perfect fit for Monaco, where excellence, and tailor-made experiences are already part of the destination’s DNA.

We already see Ritz-Carlton Yacht Collection turnarounds and calls scheduled for Monte-Carlo, and Four Seasons Yachts featuring Monaco in its inaugural Mediterranean programming. These products are completely aligned with Monaco’s positioning.

How is the destination evolving its cruise offering to cater for guests arriving by sea?

Three priorities:

1. Selective sizing & quality: Monaco targets ships under 250 meters and carrying less than 1,250 guests and crew combined, favoring premium and ultra-luxury lines that match the Principality’s positioning and offering

2. Sustainability: Monaco continues to advance its sustainability agenda, with shore power installation at the cruise pier set to be completed soon, allowing ships to connect to electricity and significantly reduce emissions.

3. Guest experience: Simple, easy city access; Curated tours beyond the clichés, alongside visits to Monaco’s must-see landmarks and coordinated calendars so guests step into Monaco’s year-round cultural and sport events.

Have you personally cruised, and if so, where and with which brands? And what was your most recent voyage?

I haven’t taken many cruises personally, but my most recent one was with Crystal last May, during the Virtuoso Overseas Symposium, which sailed from Barcelona to Monaco. Beyond its beautiful itinerary, that ship holds special meaning for a representative of the Monaco destination — it features several iconic Monaco brands on board, including the Casino de Monte-Carlo and the Beefbar.

Beyond cruising, how is Monaco evolving to overcome overtourism and to appeal to day visitors, overnight stayers and villa guests?

In Monaco, we do not view tourism as a problem of “overtourism” in the usual sense, because welcoming visitors is at our core : Monaco was created for tourism in 1863, and we have been a land of hospitality for more than 160 years.

Our approach is holistic: the offer is tailored for day-visitors and overnight guests and the local community and residents are comfortable with the rhythm because it is managed, high-quality and respectful of the destination. We don’t aim for mass volumes; our focus is on experience, balance and value.

For business tourism, we already host over 300 major events annually, which smooths seasonality, supports mid/low season stays, and underlines that Monaco is a destination year-round, not just at peak holiday times.

Do Monaco’s famed hotels provide enough high-end rooms in peak season? Is there room for more luxury inventory or new ultra-luxury brands?

We’re not in a situation of saturation. Monaco’s hotels undergo regular, thoughtful renovations to maintain the highest standards, with projects often focused on larger rooms and more suites rather than simply increasing capacity.

These ongoing enhancements reflect Monaco’s constant pursuit of excellence and consider the needs of both high- and ultra-high-contribution individual guests and the business and group segment, which remains essential to the destination’s year-round appeal.

Here are a few examples of recent renovations:

The Hôtel de Paris Monte-Carlo was entirely revamped in 2019, a complete transformation that reaffirmed its position as one of the world’s leading palace hotels.

Other major projects are ongoing or recently completed: the Hôtel Métropole Monte-Carlo, Hôtel Hermitage Monte-Carlo, Monte-Carlo Bay Hotel & Resort, Monte-Carlo Beach, and Fairmont Monte-Carlo, each enhancing their offering through extensive renovations or new suite collections.

Given Monaco’s hotel mix — already composed of over 80% four- and five-star properties — future developments will continue to prioritise quality over quantity. There is still room for new openings, particularly in neighbouring municipalities, where several lifestyle-oriented four-star projects are planned. These will complement the Principality’s offer, catering both to the leisure segment and, importantly, to the meeting & convention market, especially following the 6,000 m² expansion of the Grimaldi Forum.

Is Monaco’s culinary scene keeping up with visitor demand? Latest dining venues and “out-of-towner” experiences?

Monaco is, without a doubt, a gourmet destination. It offers an extraordinary variety of dining options — from Mediterranean to Italian, French, Belgium, English and Asian influences — with a strong commitment to fresh, locally sourced produce and a genuine “farm-to-plate” philosophy.

It boasts the highest concentration of MICHELIN-starred restaurants per square kilometer in the world — 13 stars spread across 8 restaurants — an exceptional figure that perfectly reflects the destination’s passion for gastronomy.

In recent years, Monaco’s culinary landscape has also become increasingly vibrant and festive, with the arrival of international lifestyle dining concepts that add a new dimension to its gourmet appeal.

Here are some of the most recent openings — and truly, not a single season goes by without a new restaurant or bar opening in Monaco:

· Amazónico Monte-Carlo : a lively, jungle-inspired concept blending dining, music and late-night energy.

· Les Ambassadeurs by Christophe Cussac at the Hôtel Métropole Monte-Carlo, already two MICHELIN stars, offering refined Mediterranean cuisine with contemporary flair.

· Pavyllon Monte-Carlo, a restaurant by Yannick Alléno, showcasing the chef’s signature modern French cuisine and relaxed refinement.

· L’Abysse Monte-Carlo, a gourmet Japanese restaurant by master chef Yoshinori Shibuya, newly opened in 2025 at the Hôtel Hermitage, offering an exceptional omakase-style experience that has already earned two MICHELIN stars.

· Blue Bay – Marcel Ravin, Monte-Carlo Bay Hotel & Resort: two MICHELIN stars, reopened in 2024 after a stunning redesign and now offering exclusive chef’s table formats.

· The Café de Paris Monte-Carlo, completely reimagined, remains the beating heart of Place du Casino.

· Marlow, a new English dining concept bringing a modern, cosmopolitan energy

· Jondal Monte-Carlo, which launched its first Monaco season this summer at the Monte-Carlo Beach, will reopen for the 2026 summer season, continuing its relaxed yet elegant Mediterranean spirit.

Coya Monte-Carlo and Nikki Beach Monte-Carlo, both established for several years, have become essential fixtures in Monaco’s festive dining scene — Coya with its vibrant contemporary Peruvian cuisine and lively atmosphere, and Nikki Beach with its rooftop setting at the Fairmont Monte-Carlo, overlooking both the Grand Prix hairpin and the Mediterranean Sea.

For out-of-towners, Monaco offers an exceptional range of seasonal and immersive experiences — from beach clubs, including the new Monte-Carlo Beach by Jacquemus concept, to exclusive wine tastings following the reopening of the legendary Hôtel de Paris wine cellar, one of the largest private hotel cellars in the world, housing over 350,000 bottles. All of this, of course, within walking distance of their hotel or the pier.

Monaco is once again playing host to the Forbes Travel Guide Summit in 2026. How important are events like ‘The Summit’ and other hospitality conferences to Monaco?

Events like the Forbes Travel Guide Summit are extremely important for Monaco — they perfectly align with the Principality’s core values of excellence, hospitality, and innovation. Monaco was the first destination outside the United States to host the Summit earlier this year, and we are very proud to welcome it back in February 2026. It brings together some of the world’s most influential leaders in luxury travel and service, which resonates deeply with Monaco’s positioning.

More broadly, business tourism is one of the pillars of Monaco’s year-round activity, representing nearly 30% of all hotel room nights sold in the Principality. Every year, we host more than 300 professional events, including major international congresses that have been established here for over a decade. The recent 6,000 m² expansion of the Grimaldi Forum further strengthens our capacity to welcome large-scale, high-quality gatherings.

In 2026, Monaco will also host the MICHELIN Guide ceremony and continue to welcome prestigious global events such as the EY World Entrepreneur of the Year. All of these reinforce Monaco’s role as a true hub for international business events.

Your role must see you travel the globe frequently. How many days are you on the road? Carry-on or checked?

I’m on the road about once a month for must-attend forums such as Virtuoso Symposium, ILTM shows, and others. My role also involves regular international roadshows organised by our overseas promotion offices (we have one in Australia and six others across three continents).

I’m not a light packer — I’m a girl who loves her outfits and likes to have options, so I always end up taking a bit more than necessary. But I do keep a spare outfit in my cabin bag, just in case my suitcase decides to travel on a different itinerary!

Besides Monaco (Nice, more specifically), what is your favourite city to fly into, and why? When were you last there?

I’ve been travelling since I was a child — my father worked for Air France, so travel has always been part of my life. My favourite city to fly into is New York, the first city I ever discovered with my father. I’ve been back more than 50 times, both for work and for pleasure. I just love the city’s energy and rhythm — everything feels a little larger than life, and it still manages to surprise me every single time I go back.

I also have many friends in New York, people I’ve known for years, most of them travel industry professionals. That’s one of the things I love most about my job — it allows me to meet incredible people from all over the world and to connect with different cultures and perspectives.

As for my most recent long-haul trip, it was to Australia two months ago — and I promise I’m not saying that just because this is an Australian publication! It was a truly unforgettable family journey exploring Sydney, Uluru, and the Great Barrier Reef — one of the most remarkable travel experiences I’ve had in recent years.

Finally—this is ‘LATTE’ afterall—what’s your favourite coffee beverage?

I don’t like my coffee too strong — even though in Monaco, as in nearby Italy, people usually drink it ristretto. I prefer a smooth, balanced espresso, That might also be because I’ve learned to appreciate American coffee, which is much lighter — and a bit more forgiving first thing in the morning!

The post 12 Questions with Sandrine Camia, Monaco Tourism appeared first on LATTE Luxury News.

Delta Goodrem will sail with Destination HQ in August 2027 on a PONANT charter from Venice to Malta, Managing Director Stuart Ingram has revealed as he confirmed the Melbourne-based agency is firmly focused on expanding its charter cruise operations.

The revelation follows Destination HQ’s inaugural charter voyage with Coral Expeditions to the Spice Islands earlier this year, a voyage which Ingram described as a resounding success but said also provided valuable lessons.

“One thing we realised on that first charter was the importance of having the right entertainment on board,” he told LATTE. “We learned quickly that we needed the best talent to create the right atmosphere.”

As a result, Destination HQ has used its entertainment industry connections to secure major Australian performers for upcoming voyages. In 2026, the company will operate two additional charters: one in May with AmaWaterways and another in November with Quark Expeditions.

“We’ve got Daryl Braithwaite signed for our Quark Expeditions charter in May, and Kate Ceberano for our AmaWaterways cruise aboard the double-width AmaMagna in August,” he said.

With Goodrem already confirmed for 2027, Ingram confirmed that talks are underway over signing another big name artist for an Antarctica charter that same year with details to be revealed shortly. “We’ve really found a niche that works for us,” he said.

The charter concept, Ingram says, evolved naturally from Destination HQ’s small-group touring background. “We started with six people, then 30 or 40. That core group loves travelling together and having our team alongside them. Now they want more — two or three trips a year — so we’ve added music and entertainment into the mix.”

The Quark voyage to Antarctica aboard Ocean Explorer will cater to 110 guests while the AmaMagna sailing is capped at 160, rather than the full capacity of 198, to ensure a more spacious sailing, according to Ingram.

Solo travellers will also be a key focus. Aboard Ocean Explorer, Destination HQ will increase the number of solo cabins from four to 10. “We’ve made sure solos aren’t left out,” he said. “By offering plenty of solo cabins, we’re creating a space where solo guests can connect and bring great energy to the group.”

Partnerships with leading luxury cruise brands have been central to Destination HQ’s growth. “Working with AmaWaterways and Quark Expeditions has been incredible,” Ingram said. “It’s changed how we collaborate and has strengthened those relationships.”

That approach was recognised earlier this year when Destination HQ was named CLIA Cruise Office of the Year. Cruise lines and entertainers are now approaching the company, keen to work with it in the future, Ingram revealed.

“It’s been a really exciting time,” he reflected. “It’s rewarding to work with long-term partners in new ways.”

With the May 2026 cruise already sold out – and the August sailing expected to follow by Christmas – Destination HQ’s charters are fast becoming a new staple.

“For us, the best part is how much fun we’re having,” Ingram said. “We love working with our partners, and the product sells itself. Having a unique proposition is what really makes us stand out.”

The post Destination HQ signs Goodrem as music fuels charter success appeared first on LATTE Luxury News.

A growing trend toward cooler-weather cruising is behind Oceania Cruises‘ decision to launch its most extensive collection of winter Mediterranean itineraries in its history, according to Director of Sales Australia and New Zealand James Sitters.

Oceania Allura will sail the cruise line’s first-ever winter season in the Mediterranean and Canary Islands in 2027/28, to take place during the less-travelled months of November through March. 

Speaking to LATTE, Sitters confirmed that the “Quiet Mediterranean” focus comes as the cruise line sees rising interest in year-round cruising options from travellers keen to avoid peak-season crowds and temperatures.

“We wanted to shine a light on the Mediterranean winter as it offers a completely different and authentic experience,” he explained. “With fewer tourists and the added charm of holiday festivities, guests can experience these iconic cities in a different light, enjoying unique experiences that invite travellers to linger for longer.”

In addition to these itineraries, Sitters expects the 2027/28 program’s Grand Voyages, particularly those beginning or ending in Australia or New Zealand, to prove popular with those seeking deeper exploration and greater value.

“These itineraries allow guests to explore multiple continents in one seamless journey – something that deeply appeals to our long-haul travellers,” he said. “The 59-day South Pacific voyage from Miami to Sydney, for example, is generating strong buzz thanks to its blend of tropical escapes and cultural hotspots.”

Among these longer itineraries is an epic 96-day Rome to Auckland voyage, with the desire for deeper immersion prompting the cruise line to also add more overnight stays in “iconic cities” reflecting a broader shift towards “slower travel”. These include Hong Kong, Bangkok and Singapore.

Ensuring the right guests are matched with the right itineraries is key, with Oceania working closely with the trade to do precisely that. “Many of our guests in this region are long-haul travellers who plan well in advance, so working closely with advisors to tap into that mindset is a key part of our strategy,” Sitters said.

“With bookings now open through 2028, our focus is firmly on continuing to strengthen partnerships with travel advisors. They are absolutely essential in driving early demand and building long-term brand loyalty, especially in the Australian and New Zealand markets.”

As part of its trade outreach approach, the cruise lune has introduced more structured marketing opportunities and booking incentives. It also recently released a webinar to tie-in with the double season launch and is working closely with CLIA on initiatives such as Cruise Month to educate travel advisor partners.

Meanwhile, Oceania remains committed to redefining luxury as a “deeply personal experience”, said Sitters. He referred to recent enhancements to the Your World Included line-up of inclusions which added either a shore excursion credit or complimentary wine and beer during lunch and dinner to its offering.

“This option empowers guests to customise their voyage,” he said. ”Coupled with our Best Value Guarantee, this expanded collection represents not only our most enriching offering to date but also the best value program we have ever introduced.”

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Editor’s note: This is Part 1 of a multi-part series exploring the LGBTQIA+ travel market – including why it matters, how to authentically engage and serve these travellers, what they’re looking for in their journeys and beyond.

It’s sad that I have to be writing this series. I take that sentiment from a travel advisor I recently spoke with about how to sell LGBTQIA+ travel; they said, “it’s kind of sad that in this day and age that you and I are even having this conversation.”

What that advisor – and I – mean by this is that people are people and that a story such as this should only have to consider trends or popular destinations, the way one might write a story about family travel, bachelorettes, wellness. You name it. Instead, a story on LGBTQIA+ travel would be remiss should it omit the glaring challenges these travellers face in destinations across the globe, causing it to be significantly less safe for them than their heterosexual/cisgender counterparts.

With that in mind, while it may be sad this conversation must continue to be had, since it must happen, I am happy to try to tackle the topic.

An Increasing Population

Over the past decade-plus, there’s been no shortage of stories written about LGBTQIA+ travel – but with a new letter to the acronym seemingly added every other year, the cohort ever increases in size. The challenge in covering the segment is: this is an extraordinarily diverse group of travellers. While much of the focus of this travel niche has focused on just the first two letters of the acronym (standing for lesbian and gay), there are multiple other subsects within the group often ignored, including bisexual, queer/questioning, intersex, asexual and the entire spectrum of sexualities and genders covered simply by a “plus” sign.

So how do luxury travel advisors tap into such a wide-ranging group of travellers?

Easy enough the short answer is by specialising in them, just as you would any other clients – whether they’re solo travelers, couples, groups of friends, families or beyond.

What advisors shouldn’t do, however, is ignore the group.

“Approximately 25% of Gen Z adults in the United States identify as LGBTQ. That means not only are a quarter of your Gen Z guests likely queer, but a similar percentage of your heterosexual guests may be travelling with LGBTQ children or grandchildren,” explained Simon Mayle, Event Director for RX Global, operators of ILTM and Proud Experiences.

“The business case for inclusion has never been clearer – and this is where the role of an informed, LGBTQ-savvy travel advisor becomes crucial. Advisors can bridge the gap between client needs and supplier offerings, guiding both parties toward more aligned, satisfying experiences.”

LGBTQIA+ Travellers Are High-Spenders

Beyond the increasing representation in the population, LGBTQIA+ travellers, according to research from travel company Arival, spend more than their counterparts on attractions (40% more), activities (25%) and tours (22%). Not only do they spend more on such experiences, but they also partake in more experiences per trip (seven, on average, compared to four among other travellers).

Data from the International Gay and Lesbian Travel Association (IGLTA) in 2023 found that the LGBTQ+ tourism market is estimated to be worth over US$200 billion annually. That number is assuredly larger now.

David Rappel, a travel advisor with Global Travel Collection, said, “Most of them are double income, no kids – they’re DINKS … they have a lot more disposable income to spend – on clothing, on a hotel, on travel.” He added, joking, that expenses are a lot less “when your child is a 15lb dog.”

In other words: this is a growing population of travellers who also spend more on travel experiences than non-LGBTQIA+ travellers.

The business case for inclusion never being clearer, indeed.

Stay tuned for Parts 2 and 3 in the coming weeks to learn about the unique challenges in selling LGBTQIA+ travel, the trends driving the segment, and tips for breaking into the market.

The post The Business Case for Selling LGBTQIA+ Travel appeared first on LATTE Luxury News.

Luxury Oceania DMC Southern Crossings will make its return to ILTM North America this year after an eight-year hiatus, as its business from the region rebounds to new heights.

As the teams in Australia and New Zealand return to “full-strength” post-pandemic, Founder Stuart Rigg told LATTE that “the time is right” for Southern Crossings to return to the show and to “elevate our offering” in the North American market.

“Our North America business has most definitely rebounded – with strong double-digit growth, and more pleasingly also, great growth in higher-yielding luxury travellers – as a reflection of our elevated offerings and service levels,” he said.

The surge in North American interest has been driven by Southern Crossings’ loyal travel advisor partners as well as a burst of newcomers, according to Rigg. “Emerging from Covid, we have invested a great deal of time and funds, attending events around the globe reconnecting with existing travel partners and making valuable new connections,” he said.

Products that are proving popular in-market include Australia’s perennially popular “trifecta of icons: Sydney, Reef and Rock”, particularly among first-time visitors, Rigg shared.

“For our Travel Designers however, the focus is on tailoring how people experience these destinations in ways that best resonate with the individual’s preferences and passions: whether active travel (hiking, golf, running etc), food and wine, wildlife and nature, art and culture etc,” he stressed. 

Beyond the icons, Southern Crossings is seeing strong demand for luxury lodges, private villas and even private islands, as well as a range of different destinations. These include Melbourne and the Mornington Peninsula, Kangaroo Island and South Australia’s wine regions, Tasmania, Bryon Bay and South East Queensland.

“In addition, we always encourage clients to explore a little further of the beaten path destinations: with places like Ningaloo and the Kimberley Coast, Lord Howe Island or the Tasmanian South West Wilderness – all of which now also have some fabulous accommodation and experiences to delight discerning travellers,” Rigg said. 

Fiji is also proving to be a hit with the North American market, Rigg revealed with US visitation numbers to the destination now exceeding pre-pandemic levels with double-digit growth last year. He attributed the rise to new direct flight connections, a favourable exchange rate and an elevated level of luxury accommodation and experiences.

“For us specifically, Southern Crossings was also formally recognised as Virtuoso Preferred On-Site for Fiji in May last year, raising our profile as Fiji destination specialists among this influential luxury travel network,” he added. 

This is the first time Rigg has attended ILTM North America, taking place this week in the Bahamas, but it represents a continuation of a long and fruitful relationship with the show. In 2023, Southern Crossings was the only Australian DMC at ILTM Cannes and one of very few Australian tourism representatives overall. At ILTM North America, it will be the only luxury Australia DMC for FITs exhibiting at the event.

Although Southern Crossings will not attend the Cannes iteration this year, Rigg confirmed it will do so in 2026. ILTM Latin America is also on its radar for 2026. 

“At these events I am looking forward to sharing a collection of exciting and unique new experiences that we have recently curated with our suppliers to elevate their Australian experiences through immersive and authentic local activities,” Rigg shared. These range from a beachside yoga and breath-work experiences to citizen science initiatives and more.

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Last week at its New York City Penthouse, SmartFlyer hosted representatives from Tourism Western Australia and eight other businesses for a “Masterclass” on the destination. Attended by a couple dozen advisors and agency members in-person and even more virtually, the “Masterclass on Western Australia” introduced advisors to the destination’s highlights and businesses—as well as the best ways to get there from the U.S. East and West Coasts.

“Our intention is to provide a strong foundation on what we see as a new frontier for North American travellers,” said Hailey Petersen, Communications Manager for SmartFlyer. “This session also serves as a precursor to the SmartFlyer-exclusive FAM with the tourism board and attending partners at the onset of 2026.”

Mel Johnson, Senior Markets Manager for Tourism Western Australia, speaking to attendees, said it was the largest group the DMO has brought to the States in the last 10 years. “The U.S. is a priority market for Western Australia, so these events are incredibly important to showcase our destination and connect our tourism businesses with travel advisors,” she said. “And SmartFlyer is the perfect partner, given the kinds of travelers Western Australia is looking to attract—those with a desire to go beyond the expected and consider different, emerging destinations.”

Why Western Australia?

Kayla Douglas, Director of Content for SmartFlyer, said, “We’re endlessly curious about destinations that fly under the radar. And while countries like Italy and France will remain perennial favourites, our clients equally turn to their SmartFlyer advisors for recommendations for where to go when they’ve ‘done it all.’”

Douglas also noted that one of the luxury travel agency’s top forecasted trends for 2026 is “transformational travel.” She added: “For us, this means being able to take our clients to places that make them feel in touch with nature, and, in turn, fully present.” Western Australia—and its available experiences like swimming with whale sharks in the Ningaloo Reef and helicoptering over the “otherworldly landscape” of the Bungle Bungles—fits that bill, according to Douglas.

Building on that, Johnson told LATTE that Western Australia shouldn’t only be an option for people who have already been to the country. “A lot of North Americans see Western Australia as a destination for their second or third time to Australia after visiting the more well-known Aussie icons, so it’s been Australia best-kept secret,” she said. “However, Western Australia can be a first-time trip with Perth [being] the gateway into Australia.”

Johnson explained that Western Australia has strong air connections with Europe and Southeast Asia, meaning it makes for a good “dual-destination trip.” Another misconception, she said, “is that Australia is a ‘once-in-a-lifetime-trip,’ but, typically, after travellers have visited, they see they’re just scratched the surface.”

A Blueprint for Future Events

Beyond the introduction of Western Australia to its advisors, the event served as a potential turning point for what these “Masterclass”-type events could look like at the SmartFlyer Penthouse.

“While we’ve been fortunate to welcome many different global hotel brands, this was our first Penthouse event we organized in collaboration with a tourism board,” explained Douglas. “Everything we do at SmartFlyer is holistic, so, this one combined community-building with destination education ahead of our exclusive FAM in May, when our team will have the chance to see scout some of the highlights in Western Australia.”

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Residential cruise start-up Crescent Seas will target Ultra High Net Worth (UHNW) travel advisors from key luxury travel consortia as it grows its sales network, newly appointed ANZ Brand Ambassador Jason Gelineau has confirmed.

Speaking to LATTE as Crescent Seas ramps up its presence in the local market, Gelineau explained that UHNW travel advisors from networks such as Virtuoso, Signature and Ensemble are firmly on the company’s radar, along with real estate agencies.

“They would have the qualified database of clients that would be interested in Crescent Seas (and the means),” he said.

Gelineau’s appointment as ANZ Brand Ambassador was announced earlier this month, following the launch of the venture in March this year. Having previously worked with residential cruise pioneer The World, he understands the intricacies of the residential cruise sector and sees it as an “attractive option” for “discerning” Australian and New Zealand markets.

“Australians have a strong affinity for both travel and lifestyle experiences,” he said. “With our growing High-Net-Worth population, there’s a natural appetite for unique opportunities that blend exploration with exclusivity.”

The concept of a luxury residential community at sea has great potential to resonate well with Aussies who already prioritise wellness, adventure and the freedom to travel the world in comfort. But there is still work to be done, according to Gelineau.

“The biggest challenge is that residential cruising is still a relatively new concept in our market,” he explained. “While Australians are seasoned cruisers, the idea of actually living at sea requires a shift in mindset. My role is to educate, inspire and demystify the offering, showing how Crescent Seas is not viable but also incredibly appealing as a lifestyle choice.”

As ANZ Brand Ambassador, Gelineau will focus less on transactional sales and more on building awareness of the Crescent Seas brand across Australia and New Zealand. “Of course, interest and uptake will be key measures of success, but the immediate priority is ensuring Crescent Seas is firmly on the radar of the right audiences,” he said.

He’ll do this by engaging with “valuable sales professionals” with access to UHNW individuals seeking this kind of lifestyle investment. “I’ll also be representing Crescent Seas at industry events and panels, sharing our vision and helping position Crescent Seas as the next evolution in luxury lifestyle residential living,” he added.

While he will continue with his broader consultancy work as Founder of JAG Hospitality, he identified Crescent Seas as a “priority brand” within his portfolio. “I’ll be dedicating meaningful time to ensuring we have the proper visibility, partnerships and conversations happening in the market,” he said.

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Norwegian Cruise Line Holdings’ historically ‘premium’ cruise brand, Oceania Cruises, has been repositioned as a ‘luxury’ sister-brand of Regent Seven Seas Cruises. The realignment is the vision of Jason Montague, the former President of Regent, who returned to NCLH earlier this year in the new capacity of Chief Luxury Officer for both Regent and Oceania.

Speaking exclusively with LATTE last month at Virtuoso Travel Week, Steve Odell, Senior Vice President International & Consumer Sales for Oceania Cruises and Regent Seven Seas Cruises, said one of his first actions working alongside Montague was to uncomplicate Oceania’s cruise fares.

^{In Las Vegas last month at Virtuoso Travel Week, are Steve Odell, SVP International and Consumer Sales, Oceania Cruises and Regent Seven Seas Cruises, with Lisa Pile, VP Sales & GM Asia Pacific, Regent Seven Seas Cruises}

“With any brand, it’s great to have fresh, new eyes. That started with Jason coming back.”

Odell said that when Montague returned to NCLH after a two-year break (which saw Andrea DeMarco take over as President of Regent Seven Seas Cruises), he quizzed why Oceania Cruises wasn’t already positioned as luxury.

“The hardware is luxury, the service is luxury, the experience you get is full of luxury touches, so why are we calling ourselves premium when you have other brands with smaller and larger ships calling themselves luxury. So Jason said, let’s take a different approach. We’re going to start addressing what luxury means to the Oceania Cruises’ brand.”

“Sitting with both brands in my hands, even with me, I have to distinguish how they sit, and to define it, and I believe we’ve solved that. We’ve fine-tuned it.”

Odell explained that Oceania Cruises provides guests with the ‘Luxury of Choice’, where some luxury things are included, but not everything. Rooms are smaller and 70% of accommodations on the ships are veranda staterooms.

At the other end of the luxury scale, the Regent Seven Seas Cruises brand is fully inclusive, and all suites, and all balconies, and smaller ships. 

“I think we’ve got the two ends of luxury covered. You’ve got the pinnacle of luxury with the Regent brand and you have the entry-level luxury by choice with Oceania.” 

“We’ve carried out quite big changes with the [Oceania] brand. We changed the pricing, we simplified it, and business is really romping since,” he said. That involved replacing four previous fare options with one.

“Internationally, the fares and promotions were too complicated. So we made a big change from 1 June, simplifying the fares.”

Commenting on Oceania’s marketing approach, Odell said that in the past “we’ve had a bit of a ‘one-size fits-all’ approach, but international needs to be treated differently because the booking cycles are different to the United States, so we’ve changed things up a bit.”

He adds that a lot of the business Oceania is seeing is “unusually late this year. Asia Pacific is performing particularly well.”

“We can get early business from Australia, we can get late business from Asia. By now we’ve normally stopped selling in-year, but business is still there because the deals are good. The drinks package is normally an extra, but we added it into the promotional price, and that, I think, was a trigger for Oceania – particularly in the Aussie market.”

The now Miami-based luxury cruise expert believes there are still untapped markets for Oceania to explore, including groups. “I think we are missing a trick with Groups a little bit. Oceania is geared toward group travel. We’ve done pretty well in Asia with groups from different markets,” he adds.

“But it’s exciting. We’ve found new avenues and now it’s about sharpening things up from a training and an event perspective, because that’s always been important in Australia.”

Further, Odell confirmed in Las Vegas to LATTE that Oceania Cruises will be undertaking a rebranding, to be launched by the end of the year.

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One of the highlights from Signature’s recent Owners’ Meeting in San Diego, California, was the introduction of Storybook, a new AI-driven tool that will help the network’s luxury travel advisors find the right products for their clients, as well as the most efficient way to pitch the product to them.

“It’s—as you’d imagine—a storytelling platform for cruises and hotels,” Alex Sharpe, CEO of Signature Travel Network, told LATTE. The content aggregator, as Sharpe calls it, will house imagery and videos that can be converted into social media posts, links that can be sent to clients, ‘mini websites’ that can be shared live and more. “It becomes this viral marketing opportunity, where [clients] can forward it to their friends and family,” he explained.

How it Works

The platform will allow advisors to input information about the client (such as their travel history, preferences, demographics and psychographic information, etc.) and then Storybook will narrow down the diverse set of products available, helping the advisor choose the proper option for their client. It will also, however, tell the advisor how to pitch the product to the client—with what message and in what order.

Once the advisor has input the necessary information into Storybook, it will scour the internet for trusted sources’ client reviews and traveller. Storybook will filter the products based off the inputs and reviews, scoring the top options as a “human factor” percentage. Karen Yeates, EVP of Information Technologies, explained that Storybook will then say, ‘This product on this sailing is a 99% match. This one’s an 89% match.’ “And it will tell you why,” she added.

“The goal is to help you tell a story with rich multimedia, connected data [and] rich analytics that creates emotional connections, builds trust, fosters loyalty [and] is relatable, [to] connect with your clients on a deeper human level,” said Yeates.

Good to know: A video demo shared by Signature says Storybook is “designed to be incredibly easy to use. Even if you’re not tech-savvy, you will find the platform fast and intuitive.”

Launch Timeline

As of now, Storybook only has cruise integration and is in an active testing phase through the end of the year. Its soft launch will come in Q1 next year before entirely replacing the existing Cruise Finder. Storybook includes all of Signature’s preferred partners, pricing and promotions/exclusives and also links back to SIG Cruise Pro to complete the sale.

Tip: Signature agency owners who want to test the platform can email Yeates for access.

Behind the scenes—but not ready for testing—Signature is also adding its hotel partners to the platform. In time, land and multi-product content (including tourist boards and destination specialists) will be folded in, as well.

Further down the road, Signature’s client database will also be integrated into Storybook. This would enable advisors to type in the client’s name, select it from the dropdown and find their information be pre-populated into the platform. Advisors can then edit details—such as whether they’re traveling alone or with their kids—and then they can verify whether a product is right for them in this situation.  

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